Introduction to Public Relations provides an overview of PR from a global and critical perspective. The philosophy behind this new book is to encourage questioning by throwing in controversial ideas and different approaches; to show that there is more than one way to approach an issue and that some approaches can actually be harmful to the interests of society. It intends to try to foster a critical as well as a creative approach to the subject to prepare the undergraduate to go on to study and practice to achieve higher levels of originality.
This book is ideal for undergraduate and postgraduate students taking modules in Public Relations as well as those studying at Foundation, Advanced Certificate and Diploma levels with the CIPR.
Table of contents
Introduction
Part One - What is Public Relations?
1. What is public relations?
2. What do PR practitioners do?
3. What is a 'Public' and why is it necessary?
4. Ethics and Public Relations
Part Two - Skills in Public Relations
5. An introduction to international Public Relations
6. Writing Press Releases
7. Communicating by objectives - planning and executing the PR campaign
8. Crisis or response management
Part Three - Reconceptualizing PR
9. The Stockholm Accords
10. Conclusions
Contributors:
Sue Wolstenholme, Kristina Laco, Eva Maclaine, Paul Noble, Professor Ronel Rensburg, Toni Muzi Falconi, Professor Sven Hamrefors.
Features
Learning outcomes for each chapter
Frequent case studies
Lots of exercises and questions to provoke thinking around the concepts and practices discussed.
Extracts from Media Control, the spectacular achievements of propaganda; by Noam Chomsky
List of Case Studies
Brent Spar
Practitioner diaries from Croatia (banking), Saudi Arabia (UNESCO) and Germany (Consultancy)
The Arab Spring
The Post Office
Laws and sexuality
Tehran - official policy on PR
The Co-operative bank
The Cornish Crisp Company
Practitioner comment on working within the tobacco industry
Skype - virtual command centre
Human trafficking awareness campaign
Voter education in Zambia
'Kick Polio Out of Africa' campaign
Margaret Thatcher puts BA into a Tailspin
London Fire Brigade
Unilever
Heathrow Terminal 5
Emergency landing in the Hudson River
